The offerings made by organizations – the products, physical and digital services 2 we want – are wrapped in much the same way as a children's pass the parcel.

The experience of our offering is filtered by customers’ perception of our behavior, expertise, processes, systems, and tools. They...

Service design? Other people might talk about design thinking, service design thinking, new marketing, UX design, holistic UX, CX design, human-centered design, customer experience management, experience design, touchpoint management, lean UX, new service development, new product development, cus...

Iteration – working in a series of repeating, deepening, explorative loops – is absolutely central to the SD process, so practitioners aim for short cycles at the outset, with early user feedback, early prototyping, and quick-and-dirty experiments. As the process continues, the iteration may slow...

• “Service design helps to innovate (create new) or improve (existing) services to make them more useful, usable, desirable for clients and efficient as well as effective for organizations. It is a new holistic, multidisciplinary, integrative field.”
• “Service design choreographs proces...